The Challenge

We were asked by Intel to launch its highly anticipated Gen11 ‘Ice Lake’ laptop processors. These chips are Intel’s first foray into the 10-nanometre manufacturing process, a leap from its previous 14nm designs.

This, combined with numerous other advances, resulted in a significant boost in performance. The campaign needed to communicate the real-world benefits of this new product to a broadly non-technical audience. Intel wanted to a short film to lead the campaign, but assets also had to be suitable for key art imagery and print and digital rollout.

The Solution

Our campaign centred around the idea of Ice Lake laptops as a creative tool for artists who work out in the world, not at their desks. We created a short film following a young photographer and artists around London. Through the power of an Ice Lake processor she’s able to edit her photographs while she’s out on location, remoulding famous landmarks with impossibly colourful and vibrant alterations as she sees fit.

From here we created numerous key art images designed to focus on specific audience segments, and a range of other campaign assets.

The Results

Communicating technical advances to a casual audience can often come across cold and unfriendly. Our focus on the benefits, rather than getting bogged down in details, resonated with our targeted younger audience.

The film quickly racked up views online. In the 24 hours after it was posted on Twitter it had been viewed 122.5k times, with no media spend behind it. The original tweet gained 1.6k likes and 183 retweets. Over on Facebook the film was watched 126k times in the first day, again with no media spend.

The feedback and comments on social media were overwhelmingly positive, with many praising the colourful artwork in particular.